With the exception of Igo, brand Onida, owned by Mirc Electronics, has aligned its entire advertising business with Rediffusion. The agency which was till date handling the CTV mandate for Onida, has now been handed the washing machines and air-conditioners portfolio as well. Lemon was the incumbent.

Said V. Chandramouli, Vice-President (Marketing), Mirc Electronics, "After Rediffusion's exceptional creative output on our CTV range, it was a natural next step that we align the rest of our business with them. As for Igo, we were particular that we wanted a separate agency to focus on this piece of business since we are planning to propel it in a big way in the near future, and are in talks with various agencies at an informal level on the same. We would be taking a decision on it shortly."

Preet Bedi, President, Rediffusion, observed, "Rediffusion has been handling the Onida CTV range for nearly a year now, and the client seems extremely pleased with the creative work that we have furnished on the same. There weren't a great many people who approved of us bringing the 'devil' mascot back, but it delivered some fantastic results for the client. The fact that Onida has assigned us for the air-conditioner and washing machines range only validates our stand. We are extremely pleased with the development."

Onida is currently among the top three spenders in the consumer durables category.